Douyin testing "group purchase distribution" function, WeChat video number will launch small shop services

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Industry news

In the first half of the year, online retail sales of 6300.7 billion yuan, an increase of 3.1% year -on -year

On July 15, the National Bureau of Statistics released data. In the first half of the year, the national online retail sales were 6300.7 billion yuan, a year -on -year increase of 3.1%. Among them, the online retail sales of physical goods were 5449.3 billion yuan, an increase of 5.6%, accounting for 25.9%of the total retail sales of social consumer goods; in the online retail sales of physical goods, it was increased by 15.7%and 2.4%of the products of eating, wearing, and use of categories, respectively. , 5.1%.

According to the type of consumption, in June, the retail sales of goods were 3497.7 billion yuan, an increase of 3.9%year -on -year; catering revenue was 376.6 billion yuan, a decrease of 4.0%. In the first half of the year, the retail sales of goods were 19039.2 billion yuan, a year -on -year increase of 0.1%; catering revenue was 2004 billion yuan, a decrease of 7.7%. (Source: National Bureau of Statistics)

Beijing will build a high-quality live broadcast e-commerce base in 2-3 districts

On July 13th, at the press conference of the first anniversary of the construction of the international consumer center city construction in Beijing, Gu Jinxu, deputy director of the Beijing Economic and Information Technology Bureau, said that in the next step, Beijing will promote the gathering and upgrading of the live broadcast e -commerce industry to enhance the number of numbers to increase the number Content service supply capacity, create a digital consumption development atmosphere, to continuously stimulate the digital economy innovation, and help cultivate the construction of international consumer center cities. Beijing will also select 2-3 districts to create high-quality live broadcasting e-commerce bases, and encourage various market entities to participate in the construction of live e-commerce bases. At the same time, the platform enterprise is also encouraged to set up the first launch area of ​​the first store, and use the live broadcast economy to promote the "Beijing brand IP" to create a "human, goods, and field" all -factor live broadcast e -commerce industry gathering ecology. (Source: Beijing Business Daily)

Shanghai: The live marketing platform should set up an anchor blacklist system; the promotion of "pit fee" specifications and reasonable

The Shanghai Market Supervision Bureau recently formulated and issued the "Guidelines for the Compliance of Shanghai Online Live Marketing Activity". The homepage of the store has a significant publicity business license, and it is not allowed to prohibit production and sales of products or services that can be prohibited through online live sales laws and regulations; operators of live broadcast rooms shall strengthen the review and checkpoints on live broadcast selection and live selling points. Other operators should not be required to sign " The minimum price agreement "or other unreasonable exclusive compulsory clauses; the anchor should be 16 years old, regulating its own behavior, dressing and term, real, accurate, and comprehensively publish goods or service information, and should not make a refund beyond the regulations stipulated by laws and regulations unilaterally Refunding commitment. The anchor service agencies shall fulfill their obligations such as information security management, product quality review, consumer rights protection, and taxation in accordance with the law. (Source: CCTV News)

Platform dynamic

Ali International Station revealed the progress of logistics services for the first time: covering 220 countries and regions, 26,000 special lines

A few days ago, Wei Ran, the person in charge of Alibaba International Station Performance Logistics & Customs Affairs, revealed in the official live broadcast that Alibaba.com Logistics has been in more than 220 countries and regions around the world. Provide cross -border small and medium -sized merchants with nationalized, localized, and industrialized cross -border logistics solutions. As part of the Alibaba International Station "Digital Oceanic" plan, Alibaba.com Logistics logistics services are open to all cross -foreign trade enterprises and are not limited to members of Alibaba International Station. (Source: 36 氪)

Taobao live broadcast 2021 per capita viewing period increased by 25.8%; Taobao live broadcast starts the new farmer live contest

① Recently, Taobao Live ON MAP and Iri Consulting released the "2022 Taobao Live New Consumption Trends Report". The report shows that the per capita viewing period of Taobao live broadcast in 2021 increased by 25.8%, and the number of goods on the platform increased by 53.0%. From the perspective of live transactions, traditional industries such as women's clothing, beauty, jewelry, and electrical electricity are not diminished. Among them, merchants have the highest turnover in jewelry, women's clothing and other industries, and the highest turnover of expert anchors in women's clothing and beauty.

Some potential categories have grown rapidly. In 2021, the live broadcast room stores and home improvement transactions increased significantly. The annual growth of home smart supplies exceeded 600%, and the design service exceeded 800%. In addition, Taobao Live Sports has increased significantly, and the live room of outdoor/climbing/camping/travel supplies has increased by 62.3%. (Source: Taobao Live)

② Taobao Live announced on July 12 that in July to September 2022, Taobao Live Village Broadcasting Plan will start the 3rd New Farmers Live Contest to comprehensively online farmers' live talents. It is understood that July is the first stage of the contest. The registration time is 0:00 on July 9th to 24:00 on July 17th, and the competition time is 0:00 on July 18th to 24:00 on July 22. During the event, the live broadcast will be played. The TOP20 anchor will be stimulated by platform and will have the opportunity to participate in the next stage of the competition. (Source: Taobao Live)

Douyin's local life in the first half of GMV 220 billion, 55 Top City this year; Douyin's small range test "group purchase distribution" function

① According to the future consumption report of 36 氪, the GMV of the local life of Douyin in the first half of the year was about 22 billion yuan. In the first quarter, GMV exceeded 10 billion yuan, and in the second quarter, between 11-120 billion yuan. It took just half a year to surpass the goal of 20 billion yuan that failed to reach the whole year last year.

Some service providers revealed that from January to March 2022, Douyin densely expanded the city in Yunnan, Chongqing, Tianjin and other places. After the team was stationed, the China Merchants Summit would be launched to incubate the head merchants to help them connect with local MCN institutions and agents logistic company. As of June, the local life of Douyin has expanded to 33 cities, and the annual plan is 50-55 cities. (Source: Future Consumption APP)

② News on July 15th, Tech Planet was called "BIUUBIU Barbecue Store" on Douyin, seeing that starting on July 12, it published a number of short video content with the words "Douyin can order takeaway". By clicking the product link to enter the short video interface, you can find that there is an additional function called "group purchase distribution" in the store.

After selecting the goods they need to distribute, fill in the address and pay the order, the food they purchase can be delivered to the home. The entire transaction process is not much different from ordering on the takeaway platform. Different from the mini -programs built by the merchant, or accessing a third -party takeaway small program, this function is provided by Douyin, which means that Douyin officially launchs a restaurant to send home service. It is reported that the "group purchase and distribution" service is still in a small -scale test. At present, some merchants have obtained the service permissions in Shanghai and other places. (Source: Tech Planet)

WeChat video number will launch small shop services

Recently, WeChat issued the "Announcement on Optimizing the Usage of the Video Window", saying that the video number will be launched on July 21, and gradually optimizes the use of the use of the video window window.

The above announcement mentioned that since July 21, 2022, merchants who have not used the video window window function have only supported merchants who register the "video number shop" to use the video number window function. Merchants who have only used the video window window function need to complete the "video number shop" registration before November 30, 2022 to continue to use the video number window function.

Some e -commerce practitioners believe that WeChat adjusts this time similar to Douyin e -commerce, and emphasizes that the live broadcast products are mainly from small shops to regulate the e -commerce operations. (Source: Beijing Business Daily)

JD.com's full number of online replacement promotion functions

A few days ago, Jingdong officially announced that the purchase promotion has now been open to full -bodied merchants, and invited businesses to actively try to give product advice. According to reports, the replacement promotion supports the two promotional gameplay two promotional gameplay of Manyuan and full purchase. By reaching a certain threshold, you can enjoy low -priced replacement products, realize the improvement of customer unit prices, and increase the penetration of different products. It should be noted that the replacement promotion can be superimposed with the total price promotion, and the same price promotion with the superimposed rules of other promotions. (Source: Jingmai Merchant Center)

Xiaohongshu released the "Small Paper House Administrative Support Plan"

A few days ago, Xiaohongshu released the "Small Rabbing House Administrative Support Plan", and plans to launch 50 million special traffic orientation to support independent tavern heads, bartenders, and sommeliers. The support plan mainly includes four parts: the first is the support of the potential author's cold start, and the support of the standards has 1 million traffic support, a total of 20 places; the second is the daily traffic support of high -quality notes, high -quality notes can be available Get the support of 100,000 traffic; the third is the weekly reward for active authors. If there are more than 3 notes per week, the weekly author can get 50,000 traffic support each; The author can get a traffic support of 1 million per person. (Source: Beijing Evening News)

TIKTOK e -commerce will continue to expand in the European live e -commerce business

Recently, it is reported that Tiktok e -commerce will abandon market expansion. According to 36 氪, this information is not true. Many Tiktok e -commerce employees have confirmed that the Tiktok E -commerce will always invest in the existing market. Not only has it not abandoned market expansion, it will continue to start in more new markets. Earlier, the British "Financial Times" released rumors about "TIKTOK e -commerce abandoning market expansion", which was translated and reposted by some domestic media translations, causing discussions in the industry. The actual report of the Financial Times is that TIKTOK will be put on the plans of further expansion in Europe, and it does not give up e -commerce. The rumors are really compilation. (Source: 36 氪)

Cross -border e -commerce SHEIN report

News on July 15th, Chinese cross -border fashion e -commerce SHEIN, which focuses on overseas markets, hopes that the first public offering (IPO) in the United States in 2024 in 2024. It is reported that the recent SHEIN executives seem to focus on improving its ESG image and prepare for public offering. Earlier, shein sought IPO in the United States in 2022. The company's current valuation is about $ 100 billion. Last year, Shein's shopping apps in the American store surpassed Amazon. According to a recent press release, the company has business in Guangzhou, Singapore and Los Angeles, providing more than 600,000 products for customers in more than 150 countries. (Source: Sina Technology)

Red news

Dong Yuhui denied the title of "President -level anchor", saying that he was a town as a questioner

On July 14th, in the selection of live broadcast rooms in the East, Dong Yuhui responded to the "president -level anchor": "This is pure 'rumor'. I took the initiative to adjust the live broadcast strategy and started crazy 'black' me. You can see that I am a very simple, and sometimes there are some unsatisfactory words. The town is a questioner. "It is understood that Sun Dongxu, the CEO of the East, previously selected the live broadcast room in the East that Dong Yuhui was a president -level anchor. New Oriental applications include Dong Yuhui and many other anchor name trademarks

Recently, Oriental Optimum (Beijing) Technology Co., Ltd. applied for registering multiple "Oriental Selection" live broadcast room anchor name trademarks, including "Dong Yuhui", "Fang Face Brother", "Wang Tao Dun", "Sun Chuhan Youyou", "Shi Mingming", etc. Category involves education and entertainment, advertising sales, etc. The current trademark progress is in the application. (Source: Tech Planet)

Jay Chou will live exclusively on Kuaishou

On July 10, the official Weibo of Kuaishou posted a post on July 18th. Jay Chou will live exclusively on Kuaishou. Kuaishou said that the wishing pond was launched for 5 days, and more than one million people started the live broadcast at Kuaishou's wishing Zhou. Search for "Jay Chou" in Kuaishou to make an appointment for live broadcast. At 8 am on July 8th, Jay Chou released a short video of piano accompaniment on the Kuaishou platform. In the video, Jay Chou personally played the piano to accompany, inviting netizens to perform the new song "The Great Works" with singing. (Source: TechWeb)

Luo Yonghao said that there was a problem with the spirit of the fire bell Xue Gao, and the netizens persuaded netizens to read the test report first.

Recently, Luo Yonghao expressed the topic of discussing the topic of Zhong Xuegao and the topic of ice cream assassins. In a live broadcast, he mentioned: "Zhong Xuegao's product, I think it is very good. Now someone is engaged in it, you can roast a ice cream with fire, you must have a mental problem. If the testing agency’s The final conclusion said that it had a problem with quality. I apologized to the public for selling and standing for it for it. "

According to Luo Yonghao, he learned that the official testing agency has confirmed that Zhong Xue's high content is fine. At the same time, he also warned netizens to look at the results of the testing agency before going to the dark. It would not be too late to talk about it, but it should not be hacked because the domestic brands were expensive. In addition, in terms of Zhong Xuegao's price, Luo Yonghao also said in the live broadcast: First, Zhong Xuegao is not as good as the price of the quality. Zhong Xuegao's quality must be better than Hagens Das. (Source: Global Tech)

Liu Genghong responded to "the decline in heat", saying that there is no income for the time being for the live broadcast room

During the peak of traffic, Liu Genghong's live broadcast room viewed more than 48 million, and the number of online people exceeded 4 million. But recently, the number of online people is only about 1 million. Facing the question of "decline in heat", Liu Genghong believes that "everyone has different cognitions for the heat." Now that there are still nearly one million people online at the same time, it is already a miracle.

As of now, in the live broadcast room of Liu Genghong, there has been no traditional sense of live broadcasts that require sales transformation in the traditional sense. Liu Genghong said, "At present, there is no income in the live broadcast room, mainly due to some sponsorship and receiving advertising costs of the brand." He revealed that he has officially contacted the brand and business cooperation since June 1, and the requirements for cooperative brands have strictly. It's almost harsh. "My brands I cooperate are all levels, we recognize, this is the most basic requirement." (Source: Surging News)

Report selection

"2022 Southeast Asian Cross -border E -commerce Report"

Recently, the Yibang Think Tank Joint Leading Group issued the "2022 Southeast Asian Cross -border E -commerce Ocean Report", which reported from the six major market trends, e -commerce development environment, scanning of enterprises in the sea, insights in local market markets, and professional supporting services. It provides a practical guide for Chinese brands, cross -border export sellers, and people who intend to engage in cross -border e -commerce exports.

Report content selected:

1. Southeast Asian cross -border e -commerce key opportunities point to "branding, digitalization, localization, socialization, youth, youthfulness, and payment innovation." The report shows that the popularity of social media shopping is close to the e -commerce platform. In the first half of 2021, Southeast Asian social e -commerce orders increased by 102%year -on -year, and GMV increased by 91%.

2. According to the investigation and analysis of the 196 cross -border e -commerce export enterprises by Yibang Think Tank, about 50 % of the enterprises have only launched the Southeast Asian cross -border overseas business in the past three years. Singapore and Malaysia are the hottest. Product categories such as beauty care, shoes bags, clothing and accessories, etc. accounted for more than 30%, and became the core category of cross -border e -commerce.

3. From the analysis of sales channels, Shopee has become the preferred platform for shopping in Southeast Asian consumers. 80 % of the interviewed cross -border enterprises have settled in. The largest product price range is mainly below $ 25. In addition to the self -built official website model, the "single -page e -commerce" relies on the rise of social e -commerce and establishes trust and transformation with consumers through private domain.

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